1. Marketing Institutional
Capabilities
Presenter
Dr. Amit Bando
Director, Technical Services Division

2. Goal Oriented Marketing
• Effective Marketing
– Uses resources efficiently
– Focuses on tangible results
– Leads to successful transactions
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3. Develop Marketing Resources
• Review information on institutional
capabilities and resources - prioritize
• Identify key capabilities and resources that
can be accessed in the near term
• Develop an “Elevator Speech”
3

4. Develop a Marketing Strategy
• An
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5. Identify the Audience
• Identify the different market segments
• Prioritize the market segments
– Who has immediate needs?
– Who can pay?
– Other criteria?
• Determine the level of engagement for
each segment
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6. Refine Marketing Material
• Develop a “layered approach”
– Build on initial Elevator Speech to develop
different “pitches” for each market segment
– Design and produce marketing material
•
•
•
•
Print material
Web-site material
Audio-visual material
Other
6

7. Refine Marketing Material
• Develop a “layered approach”
– Build on initial Elevator Speech to develop
different “pitches” for each market segment
– Design and produce marketing material
•
•
•
•
Print material
Web-site material
Audio-visual material
Other
6